How to counter the perception that health economics is a “soft” science

By David Woods Nothing is calculated to agitate health economists more than the perception that what you do is somehow inexact, or “soft”. Yet no matter how precise and rigorous the recommendations you make to decision-makers in the pharmaceutical industry, there’s a lingering perception that they’re designed to justify financial preconceptions. So even if your…

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Up against a firewall? How to breach the defences of marketing and sales

By Ruth Whittington ([email protected]) One of the issues most frequently mentioned when we surveyed you was the seemingly unbridgeable gap between how health economists think, and how marketing and sales people think. As a communications agency that specialises in strategy for health economics we see this time and time again. Passive resistance, or incomprehension at…

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